Jiyo Parsi, a Government of India supported scheme to arrest the decline in population of the Parsi Zoroastrian community in India, launched its advertisement campaign a week ago, with a conference held at the Cama Oriental Institute. The Jiyo Parsi scheme comprises two basic components the advocacy component and the medical component.

It is a multi-pronged approach to help Parsis increase their numbers. Currently, there are at least 69,000 Parsis in the country. The advertisement, run in the community-specific press, uses trenchant wit, provocative lines and humour to tell the community to marry early, have more children and generally go forth and multiply.